A Conjoint Analysis of Gen Z Preferences for HIV Prevention Campaigns in Davao City

Chrisna Balbuena; Abby Gayle Cua; Leonardo Alfonso Ganade; Ma. Althea Salva; Kate Andrea Sy; Emmanuel Joseph Sumatra

doi:10.55927/ijsmr.v4i8.71

Authors

Chrisna Balbuena Ateneo de Davao University
Abby Gayle Cua Ateneo de Davao University
Leonardo Alfonso Ganade Ateneo de Davao University
Ma. Althea Salva Ateneo de Davao University
Kate Andrea Sy Ateneo de Davao University
Emmanuel Joseph Sumatra Ateneo de Davao University

DOI:

https://doi.org/10.55927/ijsmr.v4i8.71

Keywords:

Conjoint Analysis, Generation Z, HIV Campaign, PAPRIKA Method, Treatment Hub

Abstract

The Philippines has the fastest-growing HIV epidemic in the Asia-Pacific, with Gen Z heavily affected. Grounded in Lasswell’s Model and Rhetorical Triangle Theory, this study utilizes PAPRIKA conjoint analysis via 1000minds software to determine Gen Z Davaoeños' preferences for HIV prevention campaigns. Using field data from June to September 2025, 383 valid respondents aged 18–28 near four treatment hubs evaluated four key attributes: speaker, channel, content, and tone. Results show speaker was most important (40.70%), followed by channel (26.60%), content (20.40%), and tone (12.40%). The highest simulated market share profile features a healthcare professional delivering a story-driven message with an empowering tone via social media. These insights offer public health organizations an empirical blueprint to maximize digital engagement.

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